NEXT 2019 Conference Series - Michaela Mora - Relevant Insights

Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Michaela Mora, president of Relevant Insights Find Michaela Online: LinkedIn Website: https://www.relevantinsights.com [00:02] My guest today is Michaela Mora, President of Relevant Insights.  Those are my favorite kind of insights, by the way.   [00:10]     Yes, they are not any insights.  They are relevant. [00:13] I love that.  So, what do you think about the conference where Day 1 has ended at the NEXT Conference in Chicago?  Tell me what you think.     [00:21] Well, this is my first time coming to this conference.  This year I have been to several conferences, and I see some subjects coming up on a repeat.  It’s a lot about video and capturing data, more unstructured data and focus on tools at the same time figuring out how can we capture the full consumer or the full participant in many different areas.  And usually, the challenge of that is at the back-end. Many tools are very good at capturing the front-end. Then you go home and then you have to analyze. [01:12] Do the work. [01:13]    Yes.  And that’s where still...  I test a lot of tools and there’s still some time to go.    [01:23] Does one session stand out as your favorite? [01:25]       I really liked the one from “Who Murdered Advertising Effectiveness?”  Was a very good presentation, different style.  [01:35] “Who Murdered Advertising Effectiveness?”  That was a very sassy title, wasn’t it?  [01:40] Yes, it is. [01:41]  That was Lucy, the speaker.  She’s from Keen as Mustard, I believe. [01:46] Yes.  Actually, it is a way to tell the story, to discuss a subject about elements that are affecting our industry.  It’s about changing times, and who is behind the changes and how we’re all involved in that. And so, that was a different way of presenting and discussing market research issues.      [02:12] Tell me about Relevant Insights.  What do you guys do? [02:14] Well, we try to help clients to make profitable decisions.  It’s about finding the right questions so that we can come back and help the clients to make the decisions.  So we do both qualitative and quantitative, both in the more traditional research but also in the user experience, user research methods. [02:41]   Are seeing an increase in user experience? [02:44]   Oh, absolutely, absolutely.  There is these conversions between the customer experience field and the user experience...